Brand management

In the mid-eighties, the Toro Company launched a promotion in which snow blower purchasers could refund a portion of their purchase if the next winter brought modest snowfalls. The amount of their refund was tied to snowfall amounts and so, the program was prey to certain risks and uncertainties. The risks of the program will be analyzed from the point of view of the Toro Company, the insurance company, and the consumers. This author will explain why the insurance company decided to raise…

Eurolife Nutra has entered the nutraceutical market in India with a product portfolio of sports and nutrition supplements. Eurolife Nutra’s primary business objective is to increase sales and is therefore considering digital promotion as a promotional tool to help them reach their target market segment. This extended essay therefore aims to investigate to what extent is digital promotion beneficial for companies such as Eurolife Nutra to increase sales. The data collected through websites,…

Sodiq. East Tennessee State University Case Analysis conducted on Wells Fargo’s Scandal. Introduction Wells Fargo and Company is a financial institution that provides banking services (community banking, wholesale banking), investment management, cross- selling and mortgage for individuals and organizations internationally. Wells Fargo and Co. has been in existence since 1852; it was known as both a shipping company and a bank. During this time period, Wells Fargo provided the fastest…

maintaining loyalty amongst customers, to name a few. My understanding of the culture at Lincoln Electric Company is one of respect for employees, respect for upper management, a sense of community, and brand loyalty. Respect for employees is demonstrated in several ways. It appears to be the core of the company, as upper management realized when the workers are happy, they will have a desire to remain with the company. The company allows employees to have a voice in the company…

focused on marketing and communications. Without the content of this course, areas such as management and employee motivation, finance, or economics, would be foreign concepts…

Brand-building is increasingly a collaborative effort not only related to brand marketers (Keller 2013). It is believed that customers are truly in charge of the brand, any new marketing strategies should be carried out from customers’ perspective. In other words, it is whether customers will accurately response to marketing activities and refresh their brand knowledge in the expected way that matters. For the future five years MYER’s brand management, proactive recommendations are designed to…

Brand status refers to consumers’ perceptions of quality, prestige, price of a brand and its capability to act as a status or success symbol (Elliott, 1994; O’Cass and Frost, 2002; Vigneron and Johnson, 1999). According to an earlier study by Gardner and Levy (1955) the consumers not only just look for product functionality, but also brand status, or the symbolic meaning or property of the brand. There are many elements to impact the status of a brand, such as social factors and marketing…

Since the devastation of their brand positioning during the Gulf of Mexico crisis BP have worked hard to re-build themselves as well as build back their strong relationship with their consumers. BP was one of the first major transitional corporations to ‘rebrand itself as green by invoking…

The future expansion plans of the hotel chain Kempinski Hotel is a hotel is still not publicly listed private enterprise shareholders support to ensure the long-term development, can create value for sustainable management of Kempinski Hotel's future development strategy is through careful selective maintenance, so as to establish a shadow of the world's most influential luxury hotel group, Kempinski also belong to the landmark hotel, will also be available, will the main China toward the…

Brand awareness consists of brand recognition and brand recall performance. Brand recognition is how far consumers can correctly identify the specific product or service just by looking at the product or service logo, tag line, packaging or advertising campaign. Thus, we can simply conclude that brand recognition requires that consumers to be able to recognize the brand as having been seen or heard previously (Keller, 1993). Brand recall relates to consumers ability to retrieve the brand when…